Will You Be Joining Us?

If a successful PR campaign isn’t measured—did it ever really exist?

Measuring communications efforts has never been easy. But whether you’re working on media relations, social media, crisis management or brand enhancement, finding and understanding the most important metrics is now essential—for both your company and your career. Don’t be left behind. At PR News’ Measurement Boot Camp on November 9 at the Yale Club in New York City, experts will teach you how to tie all of your organization’s goals to the KPIs that matter most—and how to use those numbers to sharpen your next initiative.

Agenda

8:00 am - 8:30 am

Registration & Networking Breakfast

8:30 am - 9:00 am

State of the Industry: What You Need to Measure in 2018

Measurement maven Katie Paine will kick things off with an easily digestible State of the Industry overview to set the stage for the rest of the day—plus, you’ll meet your fellow attendees via speed introductions.

Katie Paine

CEO

Paine Publishing

9:00 am - 10:00 am

How to Craft a Measurement Dashboard That Proves PR’s Impact

Our senior measurement trainers will show you how to zero-in on the most impactful KPIs for your PR programs, as well as how to find the best tools for building your dashboard from scratch. From there, we move to the next level: How to shape your measurement presentations to inform company leaders, anticipate their questions and guarantee your communications budget.

You’ll learn how to:

Show what is happening with your communications programs in real time

Demonstrate the impact your efforts have on your company’s bottom line

Distinguish between measurement and analysis—then find the tools you need to analyze the data

Determine which metrics are the most meaningful for your organization and which can be misleading

Use Google Analytics to ensure you’re targeting the right audience in age, gender and location

Pauline Draper Watts

Executive Vice President, Practice Chair, Measurement

Edelman Intelligence

Therese Van Ryne

Head of Global Public Relations & the Global Customer Reference Program

Zebra Technologies

Shilpa Mehta

Principal Analytical Lead

Google

10:00 am - 10:25 am

Case Study I: The Barcelona Principles in Action

The International Association of the Measurement and Evaluation of Communication (AMEC) released the second version of its Barcelona Principles—which provide guidelines around measuring the effectiveness of campaigns and replacing outdated models such as AVEs—a couple of years ago. Yet, many communicators are still in the dark as to what these principles are and how they can result in a more successful measurement strategy.

In this session, we’ll look at a real-world campaign that checked all seven boxes of AMEC’s core principles—and show how you can use the guidelines to sharpen your organization’s approach to measurement.

Jerry Nichols

Global Head of Marketing Performance Management

SAP

10:25 am - 10:45 am

Hydration & Networking Break

10:45 am - 11:25 am

Measuring Social: How to Find the KPIs That Signal Social Media Success

Trying to separate the signal from the noise when it comes to social media measurement can be a daunting task. There is so much data at your disposal, so many metrics to consider, that it's tempting to try and embrace it all—but that way madness lies. At this session, analytics experts will illustrate how to identify the metrics that matter most in measuring the effectiveness of your social efforts.

You’ll learn how to:

Challenge the traditional thinking around what measurement is regarding social media

Avoid content pollution and social media metrics by measure of volume

Collect analytics that lead to insights, and insights that lead to conversation with the C-suite

Lean away from buzz metrics and into reliable insights

Use your insights to engage customers and constituents and earn a seat in the boardroom

Use native and third-party analytic tools for Facebook, Twitter and Instagram

Andrew Bowins

Executive Director, Corporate Reputation & Digital Engagement

KPMG

Peggy Ann Torney

Chief Strategy, Communications and Engagement Officer

Lymphoma Research Foundation

11:25 am - 12:05 pm

How to Measure Media Coverage and Tie It to Organizational Goals

Before you craft a press release, send an email pitch or retweet a story from a leading journalist, you have to make the business case for your media relations efforts. And in this session, our trainers will show you how to use measurement tactics to connect the dots between the coverage you earn and the goals your senior leaders hold dear.

Johna Burke

CMO

BurrellesLuce

Peter Stack

Managing Director, Head of Media Relations, Americas

UBS

12:05 pm - 1:15 pm

Lunch & Keynote: How to Use Measurement to Win a Bigger Budget From Senior Leaders

Many communications pros lament that they don’t have enough budget, headcount or support to have a real impact on the business. But first, they need to connect the dots: Your senior leaders don’t care about likes and retweets, they care about impact on business results. In this keynote session, senior PR pros will show you how they frame the discussion to get more headcount and budget for social.

Janneke van Geuns

Head of Insights & Analytics

Google

Maire Griffin

Vice President, Global Communications

Wyndham Hotel Group

1:15 pm - 1:45 pm

Case Study II: PR Measurement in the Real World

Here, we'll break down what's myth and what's reality when it comes to measurement, using the example of a real-world communications campaign. But rather than providing a mere example of one success story, this case study will emphasize how the tactics employed by the most well-heeled brands can be replicated by any organization.

You’ll learn how to:

Think practically about how measurement is part of your larger campaign.

Translate analytics into simple terms for internal and external stakeholders.

“Measure what you do and do what you measure.” It’s a simple concept, but it can get lost in the data.

Ask the right questions, and establish the right principles to lead you to an effective measurement plan.

Carrie Schum

EVP, Strategic Planning, Analytics and Research

Porter Novelli

1:45 pm - 2:05 pm

Networking Break

2:05 pm - 3:15 pm

Peer-to-Peer Measurement Work Groups

Huddle with your peers to solve some key challenges in the areas of measurement and analytics trends. In this workshop, attendees will be grouped by organizational type (B2B, B2C, nonprofit, education, government) to work through how to measure the effectiveness of messaging to a target audience, helping to define what Paine calls "the path to purchase (or an acceptable proxy)." You'll be sure to leave this workshop armed with ways of measuring the persuasiveness of your efforts. Each work group will present their top ideas at the close of the day.

Katie Paine

CEO

Paine Publishing

3:15 pm - 3:30 pm

Sugar Fix

3:30 pm - 4:15 pm

Presentations from Work Group (Plus Special Prizes for Best Ideas!)

Some of the best ideas are generated from peer-to-peer communication. Hear from each workgroup their biggest challenges, the solutions they’ve come up with and new ideas on everything from what to measure to what to avoid measuring at all costs.

4:15 pm

Wrap-Up!

PR Measurement Boot Camp Trainers

Andrew Bowins

Executive Director, Corporate Reputation & Digital Engagement

KPMG

Johna Burke

CMO

BurrellesLuce

Pauline Draper Watts

Executive Vice President, Practice Chair, Measurement

Edelman Intelligence

Maire Griffin

Vice President, Global Communications

Wyndham Hotel Group

Shilpa Mehta

Principal Analytical Lead

Google

Jerry Nichols

Global Head of Marketing Performance Management

SAP

Katie Paine

CEO

Paine Publishing

Carrie Schum

EVP, Strategic Planning, Analytics and Research

Porter Novelli

Peter Stack

Managing Director, Head of Media Relations, Americas

UBS

Peggy Ann Torney

Chief Strategy, Communications and Engagement Officer

Lymphoma Research Foundation

Janneke van Geuns

Head of Insights & Analytics

Google

Therese Van Ryne

Head of Global Public Relations & the Global Customer Reference Program

Zebra Technologies

Who's Attending

Register today to join these communicators who are already signed up for PR News’ Measurement Boot Camp on Nov. 9 in NYC!

﻿Job Title

Company

Public Relations Specialist

Akoya

Digital/Social Media Manager

American Academy of Family Physicians

Associate Director

athenahealth

First Vice President, Corporate Communications

athenahealth

Vice President, Corporate Communications

Bartez+Brunelle

Executive Vice President, Chair of AMEC North America

Bluebeam, Inc.

Director of Operations

Brook Law

Public Relations Specialist, Managing Director

BurrellesLuce

Director

CHFA

Vice President of Communications

Cisco

PR Measurements & Analytics Lead

Cisco Systems

Communications Manager

Clopay

Marketing & Social Media Manager

Clopay

Senior Associate, Communications

Coach Realtors

Marketing Specialist

Etsy

Manager, Public Relations & Communications

Federal Reserve Bank of Atlanta

Director of Social Media

FedEx Office

PR Associate

Global Impact Investing Network

Manager

Google

Business Intelligence Analyst

Google

Assistant Account Executive

Google Inc.

VP-Community Engagement, Development and Outreach

GR8 PR & Marketing Curaçao

Director of Communications

Honeywell Aerospace

VP, Insights & Strategy

Jackson Family Wines

Associate Director

KPMG LLP

Account Supervisor

KPMG LLP

Director

KPMG LLP

Sr. VP & Chief Public Relations Officer

KPMG LLP

Manager

KPMG LLP

Director of Communication

Lymphoma Research Foundation

Manager, media intelligence

Mystic Seaport

Principal Analytics Lead

Mystic Seaport

PR Associate

National Transportation Safety Board

Global Head of Marketing Performance Management

National Transportation Safety Board

Corporate Media Relations

Nemours Children's Health System

Chief, Media Relations Division

Northwell Health

Director, PR & Communications

Omidyar Network

Senior Measurement Consultant

Osram

Sr. Analyst - Corporate Comms Digital

Otis

Brand Marketing

Otis Elevator

Vice President, Communications

Padilla

Senior Account Executive

Paine Publishing

Partner

Peet's Coffee

Communications & Media Relations Manager

People's United Bank

Senior Associate

People's United Bank

Communications Director

PepsiCo

Director, Public Relations & Communications

Porter Novelli

Public Relations Specialist

PRIME Research

Public Relations Manager

PRIME Research

Partner, EVP, North American Regional Director, Strategic Planning Analytics and Research

Prudential Financial

Acting Director, Office of Safety Recommendations and Communications

Rockwell Collins

Social Media Advisor

SAP

Global Social Media Manager

Sotheby's International Realty Affiliates LLC

Managing Director, Head of Media Relations, Americas

Sotheby's International Realty Affiliates LLC

Director

Swope Health Services

Marketing and Web Manager

Taylor Strategy

Digital Communications Manager

Text100

Chief Strategy, Communications and Engagement Officer

Tiffany & Co.

Head of Insights & Analytics

UBS

Head of Global PR & the Global Customer Reference Program

Valley Forge Tourism & Convention Board

CEO

Valley Forge Tourism & Convention Board

Communications Director, North America

Verizon

Public Relations Strategist

WEILL

PR Specialist

XL Catlin

Assistant Manager

XL Catlin

Director, Public Relations

Zebra Technologies

If you spend at least a quarter of your time in any of these areas, you should attend the PR Measurement Boot Camp:

Audience Development

Brand Marketing

Business Development

Community Relations

Corporate Communications

Crisis Management

Digital and Social Media

Employee Communications

Fundraising

Human Resources

Information Technology

Lead Generation

Marketing

Marketing Communications

Measurement

Media Relations

PR Budget Creation/Management

Public Relations

Public Affairs/Issues Management

Publicity

Research & Analysis

SEM/SEO Management

Social Media

Video Production

Web Marketing

Word of Mouth Marketing

Venue

Pricing

Group RatesMake this a collective experience and bring your team! Save $100 per person when you bring a group of two or more people from your organization. (Select the "Group Rate" when you register.) All team members can be registered and paid for at the same time.

Testimonials

The ability to download PDFs of the presentations is awesome. It will be great to share with colleagues who were unable to attend.

Associate Vice President Finn Partners

This was a great event. Not only were the speakers knowledgeable and engaging, but the attendees were awesome. And networking was great!

Communications Manager CIGNA

Great workshop, speakers and venue! Loved the clean and candid approach of all speakers towards the topic at hand.

Sponsor

At PR News' Measurement Boot Camp, sponsors will reach hundreds of PR, marketing and communications professionals looking to improve their PR measurement. Join us as a thought leader at this dynamic industry event by becoming a sponsor today.

SPONSORSHIP BENEFITS INCLUDE:

Your logo on all marketing and event materials

2 complimentary registration passes for your staff

Full-page ad in the attendee workbook

"5 Things You Didn't Know" list about your company included in the attendee workbook and event website

Booth to display your sponsorship materials in a high foot traffic area

Trackable VIP discount code to send to your clients and colleagues to attend the conference

Speaking opportunity for your executive

Opportunity to present research from your organization

Provision of the attendee list with full contact information

Face time during the event where you'll have the chance to raffle off an item

Networking opportunities with attendees

Shout-outs on social media and on stage at the event

Have other sponsorship needs? You can customize a sponsorship package. Hurry, Only a Limited Number of Sponsorships are Available! For information about sponsorship packages, please contact Rich Hauptner at RHauptner@accessintel.com or 203-899-8460.

Why Sponsor the PR Measurement Boot Camp?

Reach decision-makers and buyers who know the importance of having the right products and services for their social media efforts

Save on travel costs and meet with your current customers and potential new clients in one trip